Does your business have a clear BRAND? If you are thinking that brands are only for big business, think again.

What exactly is a brand, anyway? Think of it this way: a brand is a perceived expectation by a prospect or client, multiplied by the emotional impact of that expectation. What that means, is... a brand evokes an anticipated emotional response from your prospects and clients. How does a brand do that? Through the colors, images, words, and the direct or implied messages you use in your marketing. As your business grows, your reputation also becomes part of your brand.

Your prospects and clients have an expectation from your company based on the messages you send via your marketing? Do your messages engage their emotions? (In the way you intend?)

I'd like to dispel some misconceptions. A logo is not a brand. A name is not a brand. Neither is a tagline, a USP, or any one single element for that matter. There are several elements that make a brand. You need to know what they are, and how to define yours.

Why would you need to know? Because when you have a definite brand, your marketing messages are clear.  The prospects and clients that you are meant to serve, will sense the value of your company through every point of contact you make with them.

The first step in developing your brand is to KNOW yourself. Yes, your SELF.

When you are certain and confident about what you bring to the table, developing a brand for your business is easy. Having a brand allows your business to have a stronger impact, confidence and certainty. With that, competition simply becomes irrelevant.

This week, start thinking about what your brand is saying about you, at every point of contact you make with your clients and prospects. Notice any areas where your message is not in harmony with the brand you want to project. Write them down, and make a decision to change them. For instance, your logo may not represent your company the way you want it to. Or, your voicemail greeting may not be expressing your image well.

I'd love to help you refine your brand, and have some very exciting events coming up this year. I'll keep you posted.

 (c) Copyright 2009 Cheryl Craig